(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility
Published online on October 14, 2024
Abstract
Marketing Theory, Volume 26, Issue 1, Page 25-47, March 2026.
This conceptual paper explores how consumers become entangled in persistent struggles of care in consumption. While extant marketing theory focuses on the neoliberal responsibility of care as an autonomous and independent act, we problematise and extend ...
This conceptual paper explores how consumers become entangled in persistent struggles of care in consumption. While extant marketing theory focuses on the neoliberal responsibility of care as an autonomous and independent act, we problematise and extend ...